Is visitors’ future loyalty influenced by on-site experience intensity? Examining the mediating role of destination image and the moderating effect of visitors’ origin

Few studies have examined the influence of the intensity of visitors’ on-site experience on the formation of in situ destination image or its effects on destination loyalty; however, none appear to have simultaneously examined a mediation (cognitive and affective images) and moderation effect (visitors’ origin; domestic or international) on these relationships. Building upon the mere exposure theory (MET), the aim of the current study is to test the influence of the intensity of visitors’ on-site experience of coastal and maritime cultural heritage (CMCH) attrac- tions on image and loyalty. MET suggests a positive stimulus-attitude effect after repeated exposition to it. Survey data was collected from both domestic (n = 305) and international (n = 181) visitors to the city of Aveiro in Portugal during their on-site experiences. Findings indicate that the intensity of on-site heritage experience is a significant predictor of loyalty and that image partially mediates the effect of on-site experience intensity on loyalty through cognitive image, which is conditioned by visitors’ origin. Interestingly, affective image did not present significant results in the model. Diversifying activities and including local workers are proposed, so that visitors can get to know coastal communities’ heritage better, stay longer, and develop bonds.